Founder Spotlight: Oliver Sindlev of SMOOD SWEETS
Meet Oliver Sindlev
SMOOD SWEETS tells shoppers that every Candy Date is one of a kind, since each one starts as a whole date that may come out bigger, smaller, rounder, or flatter than its neighbor in the bag. That natural variation is charming in a snack and stubborn on a production line, and co-founder and CEO Oliver Sindlev names consistent manufacturing at scale as the company's biggest challenge.
Company:
SMOOD SWEETS
SMOOD SWEETS is reimagining candy through whole fruit, pairing nostalgic flavors and playful textures with ingredients people can feel good about. Our Candy Dates combine real dates with bold fruity flavors and a colorful, crunchy shell for a plant-based twist on classic candy.
Location:
Miami, FL
When did you launch the business?
2025
Startup Stage?
Seed
How did this business start?
SMOOD SWEETS started with a shared question among our three co-founders. Why couldn’t whole fruit be the foundation for candy that people truly crave? We wanted to bring together the nostalgia of classic candy with real fruit, where dates, with their natural sweetness and chew, became our starting point. From there, we developed Candy Dates, adding bold flavors and a crunchy shell to create something familiar yet completely new.
What's one thing you're proudest of so far?
I’m proudest of the brand we’ve built and how far we’ve taken it in such a short time. Seeing SMOOD SWEETS go from an idea to shelves nationwide, including Target, has been incredibly rewarding, especially as a small team with a big vision for the future of candy.
What's been the most surprising or challenging part of building this business?
Manufacturing consistently at scale has been our biggest challenge. Working with real fruit brings natural variation, and we set a high bar for taste, texture, and quality. Making sure every batch delivers the experience we envision has taken more time and fine-tuning than we expected.
What do you bring to this community, and what are you hoping to find?
I bring firsthand experience building a plant-based consumer brand and taking it into national retail, including the lessons learned along the way. I’m excited to share openly with other founders and connect with people who can challenge our thinking, exchange practical advice, and help each other build better businesses.
What's something people would be surprised to learn about you?
Before co-founding SMOOD SWEETS, I helped build Dr Smood, a health-focused food and beverage brand. Moving into candy might seem like an unexpected turn, but I’ve always been passionate about making food that brings together enjoyment and better ingredients.
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